CategoryTrade
Show Booth & Sponsorship ActivationChallengeCreate
a Shell booth and retail promotion in conjunction with the Chicago Auto
Show that embodies the core values of Shell and leverages the Shell
sponsorship of the show while making the most of the usual floor space
allocated to show sponsors.

SolutionThe
Shell display was created with the new Shell standards to embody the
core values of the Shell brand in a modern and welcoming environment.
This display includes an illuminated lazy S canopy, Shell food mart
and car wash color scheme and a Shell global community wall highlighting
the vast range of Shell’s reach from oil and chemicals to environment
and plastics. The display was designed to host the Shell Ferrari
showcar, Shell’s commitment to Childwatch and the Shell Auto Show
retail campaign and coordinates with the Shell Exotic Car display. The
Shell Exotic Car display features Ferrari, Royles Royce, Lamborghini,
and Panzo. As hosts of the Shell Exotic car display, Shell positions
itself as the most visited display at the show.

Each year Shell builds brand loyalty with the activation of their sponsorship
of the Chicago Auto Show at the retail level with a 1/2 price ticket
offer and an automobile sweepstakes. The retail promotion is supported
with POP and radio advertisement.